In a world of mobile cameras and selfie-obsessed amateur photo-takers, Hasselblad is making a bold proposition to consumers for a new kind of camera — but it's not intended for self portraits and it certainly won't come cheap.
This week, the Swedish-based luxury-camera maker introduced the world to the X1D, a compact 50-megapixel medium-format camera that it bills as a "game changer" in photography. The latest addition to Hasselblad's fleet is wireless enabled, lighter than the company's standard issue and comes equipped with GPS and high-definition video capabilities. It also costs nearly $9,000, a price Hasselblad says is justified by the X1D's mirrorless technology, something without precedent in a digital-medium-format device.
When compared with Hasselblad's other luxe models — its H5D version costs $45,000, a staggering sum for consumers used to shelling out only hundreds of dollars on a Nikon or Canon — the X1D's price tag is comparatively reasonable, Michael Hejtmanek, Hasselblad America's president, told CNBC in New York this week.
On the sideline of an event where Hasselblad demonstrated a pre-production model of the X1D for reporters, Hejtmanek called it an "amazing camera" whose functionality eclipses the relative convenience and ease of the ubiquitous smartphone camera.